1. Driving awareness and DesireTV
OOH
MEDIA USAGE
Awareness
Awareness
Education
Seek More
Desire
Trial
Transaction
Recommendation
Share
Loyalty
Desire
Source: Day in the Life Study, Research Now
*Indexed to the average response % across all media usage categories for each media type
oma.org.au
moveoutdoor.com.au
When we researched agency staff to get their opinions on Out-of-Home (OOH), they reported that more and more, OOH is seen not just as a way to remind people of a TVC, but it is actually being used to replace TV. This chart explains why that is, because consumers are also seeing Outdoor and TV playing similar roles in the path to purchase.
So what this tells us is that there is an opportunity to use Outdoor more to build desire for brands and products.
Source: Day in the Life Study, Research Now 2012/13 – 3,465 respondents recorded media consumption and activities across the day. Respondents were also asked to agree or disagree on a range of statements:
Makes you aware of brands
Gives you detailed information about the brand
Helps you find more information about the brand
Makes a brand look desirable
Prompts you to try a brand
Prompts you to purchase a brand
Gives you an unbiased and trustworthy recommendation
Helps you share or receive information about the brand
Makes you loyal to a brand